We use our mobile device when we want something quick, which results in bursts of digital activity up to 150 times a day. The average mobile session is only one minute long, dozens of times per day.
These are called Micro-Moments.
As defined by Google: “A micro-moment occurs when people reflexively turn to a device – increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
People are looking for immediate results. They expect their question to be answered or their needs to be met – all in a micro-moment.
Micro-Moments include:
- I want to know moments
- I want to go moments
- I want to do moments
- I want to buy moments
This behavior is changing the way our marketing methods need to get people’s attention. It all has to be done in mere seconds.
Which micro moments are leading people to find your brand?
Be there when they need you
- Figure out where and when your customers are doing these quick searches.
- Develop a strategy for channels such as search, video, and social.
Make it easy to make a purchase
- We grab our phone to compare prices and check reviews when shopping for specific products.
- The steps from searching to purchasing need to be simple and seamless with as few clicks as possible.
How to Get Ahead?
Most businesses are stuck in the old linear buyer funnel.
If this is you, you’re missing the mobile users who are looking quickly to learn something, do something, watch something, or buy something.
Use this opportunity to leverage micro-moments in your marketing. Make sure your brand is the one that shows up when your next customer is looking.
